![]() ![]() To act on purpose, Hush Puppies launched the Practice Optimism campaign in 2020. “We started that work three years ago and it's so relevant now.” Consumers are starting to see us in a more relevant and meaningful way, and it is helping to drive our global search interest and sales as well,” Pinkham says. The shoe maker took it to the next level by defining their purpose “to inspire consumers to live life on the bright side.” That purpose becomes an impactful strategy tool that guides decision-making throughout communications and the value chain. It's something we could root ourselves in that we have a right to play in,” Kate shares.Īfter conducting market research and learning more about their target audience, Hush Puppies identified their consumer as what they call “the purposeful optimist.” Someone looking for meaning in life with a good attitude that wants to make a difference. We started thinking about what’s going on culturally. “The brand history is rooted in this playful voice behind the basset hound and bright colors. How does a legacy brand reposition itself in a highly competitive market? Hush Puppies looked to its roots and explored its vision to clarify its purpose. ![]() So our mantra became, ‘We need to evolve from being a brand with a dog, to a brand with a purpose.’” “I felt like the dog was almost a crutch,” she says. In fact, Pinkham feels like it’s time to expand on the Basset hound and search for new ways to connect with consumers. With Nike and Adidas controlling vast footwear market share in the U.S., Kate says the competition and changing fashion trends have presented challenges for the Hush Puppies brand. ![]()
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